A Dietitian Reviews Joe Wicks’ New Protein Bar: Worth the Hype or Just Marketing?
When Joe Wicks — the nation’s favourite fitness coach — releases a new snack, people take notice. His latest launch, the Joe Wicks Protein Bar, has already sparked a wave of excitement online. Marketed as a convenient, high-protein option for busy people, it claims to fuel your workouts, boost recovery, and fit perfectly into a healthy lifestyle.
But as a dietitian at Apex Nutrition, I wanted to take a closer look. Is this new bar actually a smart choice for your health — or just another cleverly marketed ultra-processed snack in disguise?
Let’s break down what’s really inside, and what it means for your day-to-day nutrition.
Table of Contents
The Rise of Protein Bars: Convenience or Confusion?
Protein bars have exploded in popularity over the last decade. They’re everywhere — from gym counters to supermarket shelves — and are often promoted as a “healthy” swap for chocolate bars.
And to be fair, some can be useful. Protein supports muscle repair, recovery, and satiety. For busy professionals or gym-goers who struggle to meet their protein needs through meals, a bar can help fill the gap.
But here’s the catch:
Many of these bars fall into the category of ultra-processed foods (UPFs) — meaning they contain ingredients you wouldn’t find in a home kitchen, such as emulsifiers, gums, artificial sweeteners, and protein isolates.
This doesn’t automatically make them “bad,” but it does mean they shouldn’t replace real, whole foods.
What’s in Joe Wicks’ Protein Bar?
Let’s look at what’s inside. (Ingredients and macros may vary by flavour, but the typical version includes):
- Protein blend (milk protein, soy protein isolate, whey protein concentrate)
- Sweeteners like maltitol or sucralose
- Cocoa butter or chocolate coating
- Added fibre (such as chicory root or polydextrose)
- Stabilisers, flavourings, and oils
The good news:
- Each bar provides roughly 15–20g of protein, which is decent for a small snack.
- It’s lower in sugar than a typical chocolate bar.
- It’s portable and convenient, ideal for travel or busy workdays.
The not-so-good news:
- It’s still an ultra-processed product with minimal whole-food ingredients.
- Sweeteners and processed fibres can cause digestive discomfort for some people.
It promotes a “health halo” — giving the impression of a whole-food snack when it’s really a supplement-style product.
What the Label Tells Us
Ultra-Processed Foods: What Does That Actually Mean?
There’s a lot of confusion around the term ultra-processed foods (UPFs). The NOVA classification — used in research — defines UPFs as “foods made mostly from substances extracted or derived from food (like oils, sugars, and proteins) and additives designed to enhance taste, texture, or shelf life.”
Examples include:
- Protein bars
- Flavoured yogurts
- Ready meals
- Breakfast cereals
- Soft drinks
These foods can still fit into a balanced diet — but the issue is when they dominate it.
As dietitians, we’re not here to tell you to avoid UPFs entirely (that’s neither realistic nor necessary). Instead, we help clients build awareness:
“knowing when a product serves a purpose, and when it’s simply a marketing-driven convenience.”
The Balanced View: It’s Not “Good” or “Bad” — It’s About Context
It’s easy to label foods as “clean” or “junk,” but nutrition rarely works in black and white.
Here’s the key:
An ultra-processed protein bar can be part of a healthy diet — just not the foundation of one.
Let’s put that in context:
Useful: When you’re on the go, missed lunch, or need protein post-workout then a bar can actually be a good choice.
Not Ideal: When it’s replacing real meals, fruits, or plant-based snacks day after day. This could be consuming a number of these bars a day sacrificing meals or nutrients.
The problem isn’t one Joe Wicks bar. It’s when snacks like these make up the majority of someone’s intake — pushing out natural, nutrient-rich foods like oats, nuts, legumes, fruits, and vegetables.
What About Plant-Based and “Natural” Protein Options?
If your goal is to eat less ultra-processed food, you don’t have to ditch convenience altogether. There are plenty of natural, high-protein options that require little prep and offer far better nutrient quality.
Quick, Whole-Food Protein Snacks
- Greek yogurt or Skyr with fruit
- Boiled eggs and veggie sticks
- A smoothie made with milk, oats, and protein powder
- Edamame beans or roasted chickpeas
- Wholegrain crackers with hummus or cottage cheese
These options provide protein plus fibre, vitamins, and minerals — something most protein bars can’t match.
Plant-based eaters can especially benefit from including legumes, tofu, tempeh, and lentils more often, since these foods are minimally processed and promote gut and heart health.
Why the Fear Around Ultra-Processed Foods Is Overblown
It’s worth addressing a common misconception:
Just because something is ultra-processed doesn’t mean it’s unsafe or toxic.
The term has been sensationalised in the media, leading people to feel anxious or guilty about eating foods that are perfectly fine in moderation.
As dietitians, we look at the overall dietary pattern — not isolated products. The best predictor of health isn’t whether you eat a protein bar, but what your diet looks like across the week.
A few key reminders:
- UPFs are safe — they’re regulated, tested, and widely consumed.
- Moderation matters — enjoy them occasionally, not habitually.
- Quality counts — pairing them with real, nutrient-rich meals keeps balance.
So, you don’t need to fear Joe Wicks’ bar. Just see it for what it is: a convenient, occasional snack — not a “health food.”
Marketing vs. Reality: What Makes a Product “Healthy”?
Joe Wicks has built a strong brand around positivity and balanced living — and to his credit, his messaging is far less extreme than many influencers.
However, marketing often blurs the line between what’s “healthy” and what’s simply “better than average.”
Below are things to consider when consuming these foods:
1. Check the ingredient list
If the first few ingredients are protein isolates, sweeteners, and oils, it’s ultra-processed. That’s fine occasionally, but don’t confuse it with whole-food protein sources.
2. Look at the sugar vs. sweetener balance
Low sugar doesn’t always mean better. Some sweeteners can trigger cravings or gut issues in sensitive individuals if consumed regularly.
3. Watch portion creep
It’s easy to justify eating multiple “healthy” bars a day. But two or three can quickly replace an entire meal’s worth of calories — without the same nutrient quality. Consider using them as an addition rather than a foundation to your nutrition.
4. Ask: what’s the alternative?
If your choice is between a protein bar or skipping lunch entirely, have the bar. But if you could just as easily grab yogurt, fruit, or leftovers — that’s usually a more nutritious call.
Dietitian Verdict: So, Is Joe Wicks’ Protein Bar Worth It?
In moderation a protein bar definitely can be included. As well as other Ultra Processed Foods. However we do still want to include up to 30 different variations of plants each day to ensure we’re getting sufficient whole foods.
Here’s the summary:
Pros
- High in protein (15–20g per bar)
- Convenient for travel, work, or post-exercise
- Lower in sugar than traditional snacks
- Gluten-free options available
Cons
- Ultra-processed, low in fibre and micronutrients
- Contains artificial sweeteners and emulsifiers
- Can encourage overreliance on packaged snacks
- Not as satisfying as whole-food alternatives
The verdict?
It’s a handy backup, not a daily habit.
Enjoy it when you need something quick, but build your routine around whole, minimally processed foods — especially plants, grains, and proteins you can actually recognise.
Use The Apex Calorie & Macro Calculator
Not sure how much protein to have? Check out our calculator
How Apex Nutrition Approaches These Conversations
At Apex Nutrition, our role isn’t to ban or demonise foods. It’s to help people make confident, informed decisions — understanding where different products fit within a balanced plan.
We encourage clients to:
- Include a mix of whole and convenience foods.
- Build awareness, not fear.
- Focus on patterns, not perfection.
A Joe Wicks bar might appear in one client’s plan as a quick post-gym snack. For another, it might be replaced with a yogurt bowl or smoothie. The goal is flexibility, not restriction.
Our approach is always evidence-based, realistic, and built around each person’s lifestyle — not online trends or influencer marketing.
Final Thoughts
Joe Wicks’ protein bar is a fine choice when you’re in a rush — just don’t expect it to replace real food.
Like most ultra-processed snacks, it serves a purpose: convenience, not nutrition perfection.
If you’re looking to improve your diet, the best step you can take is to bring balance back to your plate — combining whole foods, plants, and protein-rich meals that keep you energised and satisfied.
At Apex Nutrition, we help clients do exactly that — finding a way of eating that’s practical, evidence-based, and free from fear or extremes.
Curious where your favourite snacks fit into your nutrition plan?
Book a consultation with Apex Nutrition today — and let’s build a balanced, sustainable approach that works for your lifestyle.
Frequently Asked Questions
Not at all. Processing simply means the food has been changed from its natural form — that could be freezing, cooking, fermenting, or adding salt for preservation.
What really matters is how much processing and how often you eat those foods.
Lightly processed foods (e.g., oats, tinned beans, frozen veg) can be very nutritious.
Ultra-processed foods (UPFs) like crisps, fizzy drinks, or protein bars are best enjoyed in moderation, not avoided entirely.
The term comes from the NOVA classification system.
Processed foods usually have a few added ingredients — like canned tomatoes, bread, or cheese.
Ultra-processed foods (UPFs) are formulated products made with ingredients you wouldn’t cook with at home — like protein isolates, emulsifiers, and sweeteners. Examples include protein bars, diet sodas, and flavoured yogurts.
Think of it this way:
Processed foods can still look like food. Ultra-processed foods often look like products.
Yes — technically they are, because they often contain added sweeteners, stabilisers, and protein isolates. But that doesn’t make them unhealthy.
Protein yogurts can still be a useful, high-protein snack if they fit your goals.
If you’re eating a balanced diet rich in fruits, veg, and whole foods, having a protein yogurt or pudding each day isn’t an issue.
No — but use them for convenience, not as a replacement for meals.
They’re ideal when you’re travelling, post-gym, or stuck between meetings.
However, if you’re having two or three a day, it’s worth asking:
Could you get the same nutrition from real food?
Whole foods offer extra fibre, micronutrients, and satisfaction that processed snacks can’t fully match.
They can be! Many supermarkets now offer “fakeaway” versions of takeaways that are lower in calories, fat, or salt — like lighter curries or stir-fries.
They’re still ultra-processed, but they can be a better choice than a regular takeaway if they help you stay on track.
Just check the label for:
Protein content (aim for 20g+ per meal)
Salt and saturated fat (choose lower where possible)
Portion size — some packs contain two servings.
Current research shows that approved sweeteners are safe when used within normal amounts.
They can even help people reduce sugar intake and manage weight or diabetes.
However, some people experience gut discomfort or bloating with certain sweeteners (especially polyols like maltitol or xylitol).
If that’s you, opt for foods without those ingredients — or stick to smaller portions.
There’s no set number, but aim for balance, not perfection.
A good rule of thumb:
Try to make 80–90% of your diet from whole or minimally processed foods,
and let the other 10–20% include things like bars, yogurts, sauces, or occasional takeaways.
That’s a realistic and sustainable approach most people can maintain long-term.
Here are a few smart, realistic swaps:
Common UPF Simple Whole-Food Alternative
- Swap a protein bar for Greek yogurt with fruit and nuts
- Swap Flavoured instant oats to Plain oats with cinnamon and banana.
- Swap a Flavoured fizzy drink with Sparkling water with berries or lemon.
Here’s the Apex Nutrition perspective:
Don’t fear them — understand them.
Use ultra-processed foods for convenience, not as your diet’s foundation.
Prioritise plants, protein, and whole grains daily.
Choose products with fewer ingredients you recognise.
Remember: your overall diet pattern matters far more than individual foods.
In short — processed foods aren’t the enemy, but awareness and balance are key to staying healthy in today’s food environment.
